12
Jul
2012
Rank Landscape Reports for Agencies, In-House SEOs & Sales
By: Ben Wills |

Last night, I was outlining this post you're reading right now when I got a text message that someone had mentioned me in a tweet.

This is what it said:

If you're an SEO, I'm pretty sure you know John. He's an SEO Consultant at Distilled, a highly respected SEO agency and the only SEO agency that SEOmoz recommends. After meeting John last year and following his stuff since before then, and as someone who's been in the SEO industry for 11 years in August, I can say that John knows his stuff.

So, when I saw that tweet, I was pretty excited. And, given the content of this post - use cases for Rank Landscape Reports in your business - the timing was perfect.

Thanks for letting me pass along your comment, John. :-)

Uses for Rank Landscape Reports

We designed Rank Landscape Reports to help you answer one question:
   "What do I need to do to get ranked for this keyword?"

And as we continued to design and make this product, we began seeing how it could be used by agencies, consultants, in-house SEOs and even during the sales process.

In the end, we saw how Rank Landscape Reports could be used in three key pieces of the SEO campaign process:

  • Getting buy-in to begin a campaign where a site is falling behind in on-site optimization and/or link building.

    • Agencies: Pitching new clients by showing their performance on their top keywords against their competitors.
    • In-House: Demonstrating competitive performance in multiple areas of SEO.
  • Designing specific and tangible campaign targets for on-site optimization and link building.

    • Agencies: Showing a client specific, data-based goals and exactly where efforts will be placed in order to achieve them.
    • In-House: Showing your manager/director where you are missing the mark in order to get buy-in, then resources from other team members, tools, etc.
  • Measuring and monitoring multiple areas of campaign performance until objectives are met.

    • Agencies: Measurably demonstrate specific progress in your performance across many areas of an SEO campaign. If the competitive landscape changes along the way, this is something a client would be able to clearly see to consider continuing to work with you on additional projects.
    • In-House: Measurably demonstrate specific progress in performance across various areas of an SEO campaign. Once goals are met, adjust efforts based on the changing landscape and/or begin efforts on additional keywords.

Identifying Metric Trends

With Rank Landscape Reports, we present metric trends as they occur for up to the top 1,000 search results for a specific keyword or group of keywords.

Here's a three step process for identifying what range of search results to analyze and define an SEO campaign's target for SEOmoz's URL Authority.


First, analyze the top 1,000 results to get a feel for the general correlation of URL Authority to ranking position.

You can see the top 100 results have a more concentrated correlation.

Next, narrow in on the top 100 results to see how tightly-knit the correlation is to the trend line.

We see that the top 20 results seem to have a close correlation and different trend line.

Finally, narrowing in on the top 20 results, you can see the strongest correlation and target - 59 - to use for a link building campaign.

In almost all uses of Rank Landscape Reports, this process of narrowing in on the most significant correlation will be a key component in the sales process, campaign-defining process, and performance monitoring process.

Measuring Against Campaign Targets

Once you've narrowed in on the tightest correlation and trend line (in this example, the top 20 results for URL Authority), the next thing to do is to identify the specific target for that metric.

We do this using the Metric Targets Report:


Here we see the target for SEOmoz URL Authority is a 59.
As we progress through our campaign, we'll monitor our URL Authority against this target of 59.

Measuring Against Competitors

Finally, the Metric Targets report allows you to see how your scores compare to your competitors.

Comparing your metric scores against your competitors allows you to identify both where you are far exceeding your competition, but also where some competitors may soon be a threat or may be beating your performance.


With the Metrics Targets Report we can clearly see that REI is performing well on this keyword for URL Authority,
while bouldering.com is falling short.

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Closing & Thank You

Finally, I wanted to thank you for your support along the way and with our new product. It really means a lot to us to have an idea for something we think you'll find valuable, then to put it out there and receive such great feedback.

Thank You.

Ben Wills & Andrew Davidoff








 

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